Hiscox UK is participating in a pilot programme exploring advertising opportunities in ChatGPT as artificial intelligence begins to reshape how consumers search for information and discover brands online.
The insurer is taking part through agency partner, Dentsu, one of OpenAI’s early test partners for advertising in ChatGPT, with the initiative designed to help brands better understand how advertising may function within conversational AI environments.
Stuart Mahoney, head of acquisition marketing at Hiscox UK, said the pilot would help the insurer understand how AI-driven discovery could influence customer journeys and insurance purchasing behaviour.
“The scale of consumer adoption of ChatGPT, and the capability it puts in the hands of our target audience, is significant,” he said.
“As AI-led discovery develops, the questions for brands are likely to be less about whether these environments matter, and more about how they shape visibility, consideration and the presentation of information.
“For a brand like Hiscox, it is important that we understand the role it may play in customer engagement.”
The insurer said the move reflects the growing shift towards conversational search, where users ask detailed questions rather than rely on traditional keyword-based queries.
For example, a small business owner may ask an AI assistant what insurance cover is needed for a home-based technology consultancy, rather than entering a series of search terms.
According to Hiscox, understanding how relevant information and advertising are surfaced in these interactions will become increasingly important as customer discovery journeys evolve.
Mahoney added: “This pilot gives us an opportunity to learn early and build our knowledge in an area that is developing quickly.
“Search marketing is a critical part of customer acquisition in insurance. As AI-driven discovery starts to reshape search behaviour, this is an important area for us to understand if we want to support growth in the right way.”